Cartel & Bros, an alcohol and beverage (alcobev) startup raised undisclosed amount from Bollywood actor Sanjay Dutt. The newly-formed company aims to import and retail a range of liquor brands in India, according to company executives.
Cartel & Bros, registered as a partnership venture in 2021, has attracted investment from other prominent individuals in the industry. The startup counts Manish Sani of Living Liquidz, Jittin Merani of Drinq Barmen & Academy, and Rohan Nihalani of Morgan Beverages among its investors, as reported by ET.
The startup has established a factory in Scotland and plans to price its products in a manner that makes them accessible to a wider consumer base. In response to concerns about pricing in a regulated market, Sani commented, “Yes, it is a regulated market, but regulations exist in every business. India is a young country where consumers are willing to experiment.”
This investment by Sanjay Dutt comes at a time when India is emerging as one of the fastest-growing alcobev markets. The country has surpassed France in alcohol-based drink imports, with a remarkable 60% surge in 2022, according to data from the Scotch Whisky Association (SWA).
Notably, Indian actors and sports personalities have been actively investing in startups, contributing to the vibrant Indian startup ecosystem. In recent months, cricket legend Sachin Tendulkar invested in AZAD Engineering, a Hyderabad-based company offering technology solutions for global OEMs in various industries. Similarly, actors Akshay Kumar and Virender Sehwag invested in Two Brothers Organic Farm, while Akshay Kumar also ventured into the men’s personal care industry with The Good Glamm Group. Actress Samantha Prabhu also made an undisclosed investment in the D2C superfoods startup Nourish You earlier this year.
With Sanjay Dutt’s backing, Cartel & Bros aims to make a mark in the alcobev industry in India, capitalizing on the nation’s evolving consumer preferences and growing demand for premium liquor brands.
